SUMMARY
Introduction.The present research is about the management of the organizational communication of the Cooperativa Campo de Unión y Progreso of San Isidro CUPSI Ltda. Manabí - Ecuador, the study focused on the speeches that every company offers through its publicity, information of the administration and the real facts, elements studied based on ethics and the process of credibility - trust in the psychological structure of the public. Goal.Analyze communicative management based on ethics and its effect on the image and reputation they have in the public of reciprocal interest. Materials and methods. It is a quantitative and qualitative research to describe the data that determine its impact on intangible assets. ResultsIt is considered that the publicity issued has a low level of readability, institutional communication towards partners generates distrust, and the level of internal communication is very low due to a weak culture. Discussion. Facts and messages that the cooperative issues, are not being planned to be taxed to the business objectives, which have built their identity, as a socially responsible company; but the information is not transparent, Conclusionsthe assessment that the public understands and believes of it, according to the research.